The One Show
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Category
Green Pencil
Annual ID
OS22_GP002E
About the Work
People don’t realize that they can bring their eco-friendly values into the laundry room, how easy it is to do it, and how big of an impact it can make.
90% of the energy in the laundry process can be eliminated if people didn’t heat the water, but only 8.6% of consumers knew that energy savings, which ultimately helps the environment, was a reason to switch to cold.
We needed to change this perception because this ignorance is adding up. Over average 73 million+ loads of laundry are done every day. If every one of those loads were done on cold, we’d remove up to 55 million kilograms of CO2 from the environment a day, which is like removing 8 million cars off the road.
And since Tide is not only designed to clean in cold, but it’s also better at cleaning in cold than the bargain detergent is on hot, we knew that it was the only brand that could encourage everyone to turn to cold and make an impact.
So we set out on a mission to let America know. We knew we had to break through the crowded environmental marketing space and leverage several voices and reasons to believe to motivate our diverse consumer audience. We also were up against the fact that detergent is a low involvement category and that it’s been ingrained in people’s minds for years that washing on hot = clean.
Introducing #TurnToCold. We brought together “cold” pop culture icons “Stone Cold” Steve Austin, one of America’s best known professional wrestlers, and Ice-T, an actor best known for Law & Order: SVU to convince celebrities like Vanilla Ice, Mr. T, Annie Murphy and Gordon Ramsay to turn to cold. Then to prove Tide’s superior performance in cold water, we called the NFL and convinced 15 teams— and all of their fans—to wash in cold. We hit multiple pop culture verticals, from music to entertainment to sports.
Ultimately, Tide got more people to turn to cold than ever, talk about #TurntoCold, and ultimately buy Tide.
In the first 10 months of the campaign we saw incredible results:
Over 1.3 billion new loads done on cold. That results in over 1 billion kilogams of CO2 saved. That’s like taking almost 400,000 cars off the road for an entire year.
Consumers became advocates of Tide and #TurnToCold which helps us reach even more people with over 1.4 billion organic social impressions and over 2 billion earned media impressions.
Tide moved off the shelf with a +39% sales lift of Tide Hygienic Clean, the product featured in the work. This made Tide Hygienic Clean alone bigger than three of our competitors’ entire brands.
90% of the energy in the laundry process can be eliminated if people didn’t heat the water, but only 8.6% of consumers knew that energy savings, which ultimately helps the environment, was a reason to switch to cold.
We needed to change this perception because this ignorance is adding up. Over average 73 million+ loads of laundry are done every day. If every one of those loads were done on cold, we’d remove up to 55 million kilograms of CO2 from the environment a day, which is like removing 8 million cars off the road.
And since Tide is not only designed to clean in cold, but it’s also better at cleaning in cold than the bargain detergent is on hot, we knew that it was the only brand that could encourage everyone to turn to cold and make an impact.
So we set out on a mission to let America know. We knew we had to break through the crowded environmental marketing space and leverage several voices and reasons to believe to motivate our diverse consumer audience. We also were up against the fact that detergent is a low involvement category and that it’s been ingrained in people’s minds for years that washing on hot = clean.
Introducing #TurnToCold. We brought together “cold” pop culture icons “Stone Cold” Steve Austin, one of America’s best known professional wrestlers, and Ice-T, an actor best known for Law & Order: SVU to convince celebrities like Vanilla Ice, Mr. T, Annie Murphy and Gordon Ramsay to turn to cold. Then to prove Tide’s superior performance in cold water, we called the NFL and convinced 15 teams— and all of their fans—to wash in cold. We hit multiple pop culture verticals, from music to entertainment to sports.
Ultimately, Tide got more people to turn to cold than ever, talk about #TurntoCold, and ultimately buy Tide.
In the first 10 months of the campaign we saw incredible results:
Over 1.3 billion new loads done on cold. That results in over 1 billion kilogams of CO2 saved. That’s like taking almost 400,000 cars off the road for an entire year.
Consumers became advocates of Tide and #TurnToCold which helps us reach even more people with over 1.4 billion organic social impressions and over 2 billion earned media impressions.
Tide moved off the shelf with a +39% sales lift of Tide Hygienic Clean, the product featured in the work. This made Tide Hygienic Clean alone bigger than three of our competitors’ entire brands.
2022 Awards
Total Points: 90
Green Pencil
Credits
Agency
Saatchi & Saatchi / New York
PR / Marketing Agency
MMK (Marina Maher Communications + Ketchum) / New York
Art Director
Eric Rutherford
Preethi Balakrishnan
Copywriter
Kelsey Boylan
Chief Creative Officer
Daniel Lobaton
Composer
Alex Estiz
Dario Calequi
Creative Director
Lauren Varvara
Adrian Chan
Hunter Simms
Thompson Harrell
Michael Limbert
Director
Aaron Stoller
Director of Photography
Damian Acevedo
Toby Irwin
Jo Willems
Editor
Jeff Ferruzzo
Executive Producer
Holly Vega
Sila Soyer
Dani Stoller
Account Executive
Sophie Huston
TJ Daigler
Account Supervisor
Anna James
Guillermo Betancourt
Assistant Editor
Max Hoffman
Chief Executive Officer
Andrea Diquez
Head of Production
Sean Moody
Project Manager
Jenna Schellhause
Senior Art Director
Eduardo Lundardi
Mo Philopos
Senior Copywriter
Eric Hahn
Rich Whelchel
Senior Creative Director
Derrick Ellis
SVP Group Account Director
Caitlin Reynolds
VP Group Account Director
Jen Brotman
Account Executive, Brand Management
Jessica Cooper
Lauren Lacroix
Account Supervisor, Earned Media
Nicole Tarko
Account Supervisor, Influencer Marketing
Clare Redway
Lauren Kaplan
Account Supervisor, Project Management
Alyssa Bowie
Assistant Account Executive
Claire Lancaster
Sosun Wahab
Associate
Daniel Dideriksen
Associate Account Director
Sadia Ashraf
Associate Director of Media
Justin Bracco
Patrick McGuinness
Matt O'Shea
Associate Strategist
Luna Perez
Audio Assist
Brian Battersby
Audio Coordinator
Cameron McGarry
Brand Director, Tide
Alex Perez
Brand Vice President, North America Laundry
Amy Krehbiel
Celebrity Talent Acquisition
Alex Hanono
Amanda Levine
Basia Wojcik
Brad Griffiths
Hallie Herrmann
Lori Golden
Valerie Holmes
Will Ober
The Marketing Arm / Platinum Rye Entertainment / New York
Chief Creative Officer, Woven
Paul Bichler
Chief Operation Officer
Sarah Beaumont
Color
Company 3 / New York
Communications Director
Rotha Penn Brauntz
Communications Manager
Henry Molski
Composer, VO
Lonnie Jordan
Creative Dir Commercial Audio/Mixer/Sound Designer
Steve Perski
Director Digital Experience
Alan Lin
Director, Advertising Production
Paul Chick
Edit/VFX/Graphics
Arcade / New York
Executive Director, Earned Media
Sara Baker
Flame Assistant
Mark Popham
Flame/VFX Artist
Bryan Rosenblum
Tristan Wake
Group Senior Vice President, Consumer Practice & Agency Marketing
Laura Brinker
Group Senior Vice President, Director, Talent & Partnerships
Marissa Festante
Group Senior Vice President, Strategy & Innovation
Diana Sfera
Head of Commercial Color
Tim Masick
Manager
Conner Viers
Managing Account Supervisor, Sports
James Talamo
Managing Director, Purpose
Jessica Mendelowitz
Media Director
Tracy Suer
Media Manager
Lauren Lasson
Mix
Harbor / New York
Music Creative Director
Alexis Estiz
Partner/Managing Director
Shawn Lacy
Planning Director
Nayantara Mukherji
Production Designer
Alexis Ross
Dan Butts
Project Leader
Tonya Hornsby
Senior Account Executive, Sports
Baylee Newman
Senior Account Supervisor
Jennifer McGill
Senior Account Supervisor, Brand Management
Noomi Grootens
Senior Account Supervisor, Earned Media
Thomas LaBelle
Senior Audio Producer
Lauren Boyle
Senior Brand Director, Tide
Jennifer Maxwell
Senior Brand Manager
Bethany Kasper
Senior Brand Manager, Tide
Molly McGuire
Senior Business Affairs Manager
Lisa Rimmer
Senior Colorist
Damien Vandercruyssen
Senior Director
Jordan Futscher
Senior Manager
Rob Sipniewski
Senior Post Producer
Andrew Cravotta
Senior Producer, Short Form
Kevin Breheny
Senior Vice President, Brand Business
Samantha Halpern
Senior Vice President, North America Fabric Care
Aga Orlik
Shopper Agency
Saatchi & Saatchi X / Cincinnati
Social Content Editor
Steven Reglis
Sports & Entertainment
Mktg
Vice President BBIC
Kimberly Doebereiner
Vice President, Brand Management
Melissa Chua
Vice President, CPG
Chloe Kivestu
Vice President, Earned Media
Patricia Jones
Vice President, Project Management
Tina Khiatani
VP Creative Director
Casey Lissau
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